Marketing Plans

Annual marketing plans, built around ROAS.

A 52-week plan that brings every discipline together (SEO, GEO, paid media, CRM and social media) around your market's seasonality and your customers' buying moments. Every campaign, every channel and every euro, measured in ROAS.
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Annual marketing plan with campaign calendar, channels and ROAS
How we plan it

A whole year, week by week.

Our marketing plans are always annual: they take into account the full seasonality of the market and the moments when your customers buy.

Before planning, we study your competitors: we analyse their last year of social media posts, newsletters and website.

With that we build an annual calendar that includes your buyer persona’s buying moments and the campaigns that worked best last year. And if there is no history, we build it from scratch.

From there we fit the plan to your budget. We also work without a media budget: there are free channels that, done well, drive sales.

What's included

Every discipline, in one plan.

We combine organic, paid and owned traffic in a single calendar, with campaigns designed to deliver results from the first month.

01

SEO
Organic traffic that builds month after month: content, store architecture and rankings for category and product pages.

02

GEO: visibility in AI
Getting ChatGPT, Gemini or Perplexity to recommend your brand. As an AI First agency, we prepare your content and catalogue for generative search engines.

03

Paid media
Google Ads, Meta Ads and other paid channels, with budgets, audiences and creatives tied to ROAS targets.

04

CRM and owned databases
We build your databases from scratch and grow them: email, newsletters and automations aimed at customers who are already yours.

05

Social media
Social media management with an editorial calendar aligned with campaigns and buying moments, not one-off posts.

06

Quick wins
We first activate the campaigns that pay off fast: lookalike, retargeting and affiliate, among others.
Branding and performance

Brand for tomorrow, sales for today.

We don't stop at managing social media: we balance the plan's investment between branding and performance according to your goals. Move the slider and watch the funnel change.
ROAS-driven

Every euro, measured in ROAS.

Our marketing plans are measured in return on ad spend: ROAS reports per campaign and per channel, which we monitor constantly. And because we also work on the conversion lever, traffic lands on pages that convert better: with the same budget, ROAS multiplies.
See our methodology
How we work

From analysis to the monthly report.

A continuous cycle: we plan the year, break it down into weekly campaigns and review every month what works.
Analysis

Competitors, last year’s campaigns, buyer persona and buying moments. With history or from scratch.

Annual plan

A 52-week calendar with every discipline and the investment split between branding and performance.

Weekly campaigns

We break the plan down into weekly campaigns that run across every channel.

Monthly report

Every month, what worked and the plan for the coming months. And every day, your data on kpi.connectingthedots.es.

Every sales channel

Online and offline, in every country.

Online: B2C, B2B and marketplaces

The plan takes into account everything that happens across your digital channels, not just your online store.
  • B2C online store
  • B2B and trade channel
  • Marketplaces
  • Campaigns coordinated across all of them

Offline: physical stores and pop-up stores

Campaigns also drive sales offline, and in every market where you sell under your brand.
  • Physical points of sale
  • Pop-up stores in shopping centres
  • Each country, with its own calendar and buying moments
  • One strategy for every channel
Need to Know

Frequently asked
questions.

What we're asked most about our marketing plans.

No. We fit the plan to your budget, and we also work without media spend: SEO, GEO, CRM and social media are channels that, done well, generate sales without paying for every click.

Because sales are seasonal. An annual plan lets us anticipate your customers’ buying moments, prepare campaigns in time and put the budget where it performs best.

Every month we deliver a report with what worked and the plan for the coming months. You can also see your data every day on our dashboard, kpi.connectingthedots.es.

It’s visibility in generative search engines such as ChatGPT, Gemini or Perplexity. Just as SEO works for Google, GEO works so that these tools recommend your brand and products.

Yes, as part of the plan: social media follows the same calendar as the other channels, and its investment is balanced between branding and performance according to your goals.

Always exploratory and with no commitment, by video call. We review your situation, channels and goals, and tell you how we would approach your marketing plan.

Start a Conversation

Tell us about your project.

We work with brands and distributors across Spain and Europe. If you want to grow digital revenue with structure, seniority, and accountability — let's talk.
  • We respond within 24 business hours
  • First conversation is always exploratory — no commitment
  • Budgets tailored to project scope. Optional variable, objective-based budget.
  • Senior consultants handle your project from day one
  • Available in Spanish, English, Italian, Portuguese

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